Lacoste, the iconic French fashion sportswear brand, is making waves with its latest campaign for the L003 2K24 sneaker. Teaming up with its trusted ad agency BETC Paris, Lacoste is redefining the boundaries of movement and style with its innovative Play Grounded campaign.
The L003 2K24 sneaker is not just your ordinary footwear; it’s a symbol of freedom, blending sportswear expertise with urban flair. Inspired by Lacoste’s rich heritage and the dynamism of its Active collection, this new sneaker is designed to conquer any terrain with ease. From the tennis courts to the bustling streets, the L003 2K24 embodies the spirit of movement and exploration.
Crafted with precision and sophistication, the L003 2K24 boasts top-notch materials and advanced technology, ensuring optimal comfort and performance. Whether you’re on the move or taking a leisurely stroll, this sneaker allows you to move freely and confidently.
To bring this groundbreaking sneaker to life, Lacoste turned to BETC Paris to develop a campaign that encapsulates the essence of freedom of movement. Dubbed “Play Grounded,” the campaign challenges conventional perceptions of gravity and encourages individuals to stay grounded, regardless of their surroundings.
At the heart of the campaign is the idea of defying gravity, symbolized by the unique spikes on the sole of the L003 2K24. These spikes provide exceptional grip on all surfaces, allowing wearers to navigate their environment with ease. With the Play Grounded concept, Lacoste pushes the boundaries of creativity and innovation, inviting consumers to explore new horizons.
Central to the campaign is the partnership with US rapper J.I.D, who serves as the ambassador for the L003 2K24. His dynamic presence brings a sense of energy and authenticity to the campaign, reinforcing Lacoste’s commitment to urban culture and self-expression.
The campaign visuals, captured by photographer Axel Morin and directed by Original Kids, showcase the L003 2K24 in action, with J.I.D and model Sabrina Lang defying gravity in a series of striking poses. Through unexpected angles and movements, the campaign invites viewers to experience the thrill of exploration and adventure.
Florence Bellisson, President and Executive Creative Director of BETC Etoile Rouge, explains the creative vision behind the campaign: “We wanted to create a campaign that blurs the lines between reality and imagination, using unconventional framing and movement to captivate the audience.”
The Play Grounded campaign will be showcased globally through various channels, including out-of-home displays and digital platforms. Consumers can explore the L003 2K24 sneaker in all its glory on lacoste.com and at Lacoste stores, where it is available in a range of vibrant colors to suit every style.
In conclusion, Lacoste’s Play Grounded campaign represents a bold step forward in the world of fashion sportswear, redefining the concept of freedom and movement. With its innovative design and captivating visuals, the L003 2K24 sneaker invites individuals to embrace adventure and express themselves with confidence.
